KOTA KINABALU: Sabah Fest 2026 returns as a month-long celebration from 29 August to 29 September 2026, featuring statewide roadshows, cultural showcases, interactive activities, and 50 featured events that highlight the state’s diversity, traditions, and community experiences.
Continuing its theme of “Cultural Extravaganza”, the celebration will showcase the creativity, heritage, and experiences of Sabah through programmes designed to bring communities and visitors closer to local traditions.
Organised by Sabah Tourism Board (STB) through Sri Pelancongan Sabah, the festival will feature roadshows at selected locations, beginning with its opening programme at the Sabah Tourism Board office building in Kota Kinabalu before continuing to Sandakan, Tawau, Kudat, and Kuala Lumpur.
The roadshows will feature cultural performances, hands-on workshops, and engaging programmes, allowing more communities and visitors to experience local traditions and experiences. The Kuala Lumpur showcase will also provide an opportunity to introduce Sabah to travellers and audiences beyond the state.
This year’s celebration carries added significance as it coincides with the 50th Anniversary of Sabah Tourism Board (STB), celebrating the organisation’s longstanding commitment to promoting Sabah as a tourism destination.
Established in August 1976 as the Sabah Tourism Promotion Corporation (STPC), the agency was re-established as the Sabah Tourism Board (STB) in November 1985 under the Ministry of Tourism, Culture and Environment, Sabah. Over the past five decades, STB has continued its mission of promoting Sabah’s diverse offerings, from its natural landscapes and biodiversity to its communities and culture.
“Sabah’s diversity is one of our greatest strengths and continues to shape the state’s appeal as a destination. Sabah Fest provides an important platform to celebrate our communities, traditions, and local experiences while creating opportunities for the tourism industry to work together in promoting what Sabah has to offer.
“As STB celebrates its 50th Anniversary, this year’s festival reflects our continued commitment to strengthening partnerships across the industry and creating meaningful experiences that benefit local communities while enhancing Sabah’s position as a preferred destination,” said Datuk Joniston Bangkuai, Assistant Minister to the Chief Minister and Chairman of Sabah Tourism Board.
As part of the celebration, Sabah Fest 2026 will feature 50 selected events and experiences across the state, curated in collaboration with tourism stakeholders, organisations, communities, businesses, and event organisers. The initiative aims to bring together a diverse range of programmes throughout the festival period.
The featured programmes will include festivals, conferences, workshops, activities, tourism packages, special promotions, cultural experiences, and exhibitions. Event organisers interested in having their programmes featured can register through Hello Sabah website.
Since its establishment in 1988, Sabah Fest has evolved through various formats, from cultural showcases and theatrical productions featuring local legends and folklore to open-concept celebrations and digital experiences. The festival continues to serve as a platform connecting communities, industry partners, and visitors through meaningful experiences.
For more information, visit hellosabah.com or follow Hello Sabah’s social media channels.
